How Brands are Leveraging WeChat?

You have already read about some of our articles on WeChat ? We often present WeChat App as the tool for communication and marketing in China. Today we are going to bring you some specific case, how brands can use WeChat and profit from it.

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Some key points about WeChat

94% of Chinese use WeChat every day. Actually, WeChat attracts both Chinese and foreigners.

WeChat Pay is the leader with Alipay of mobile payment in China (#WeChatWallet)

WeChat is backed by the internet giant Tencent

WeChat’s mini programs are broad and profound. It can be used in diverse field of activity : communication, management, marketing, e-commerce.

WeChat also started to integrate AI technology into catering industry. On June 12, WeChat broadcasted a live stream talk on how its mini programs can help to improve consumer’s experience in the food and beverage industry.

HeyTea : decrease in-store traffic, increase sales.

Do you remember that picture ?

HeekTea or HeyTea is one of the most popular beverage brand in China. They have to limit the number of beverage per order to be able to provide their consumers with their drinks. It nothing unusual to see hundreds of consumers waiting in queues in front of a Heytea shop. They used to line up at the beginning for 2-3 hours only for grabbing a drink. The waiting time has even reached 5 hours last year.

This may be incomprehensible for a lot of people, even for the true gourmands.

Recently, after the long period of success, Heytea finally launched its mini-program on WeChat. Customers can scan the QR Code presented in front of the shop, skip the long line, order through the mini-program and wait for the WeChat alert on their phone to come pick up their beverage.

It is much simpler for consumers, thus leaving an uncrowded space. Also, the ones who never tasted Heytea because there was always a queue in front are more willing to try.

To go further, according to Mr. Cheng, CTO of Hey Tea, the mini program can:

– Increase user experience by eliminating long wait time

– Collect more user data which can be used to improve the mini programs in the future

– Gain efficiency for both sides – customers and the company provide a new way to communicate and connect with the customers.

Restaurants : To order on table (the real table)

Dongbei Renjia东北人家, Gui Man Lou (桂满楼), Panggelia(胖哥俩) … A lot of restaurant in China has their own WeChat mini-program for food ordering on mobile. You scan the QR code, access to their mini-program’s platform and you have the entire menu and meal. Then, you just choose the one you want, finish the order and waiters will bring them to you.

No more fighting in front of the checkout counter between Chinese in order to pay the bill.

For the most popular restaurants, in order to avoid the queue (queues are everywhere in China, especially when you want to try famous restaurants), you can get go take a ticket first and scan the QR code on it to see how many people are waiting before you. You receive an alert once it is your turn.

Pizza hut : Feel the charm of new technology when eating

Pizza hut entered in China 20 years ago and it has always been more than just an affordable pizza Chain. Pizza Hut was the first pizza chain to enter China and was once the most popular Western restaurant. However, because of the fierce competition in the catering market in first and second-tier cities, the performance of Pizza Hut appears to decrease. From 2014 Year-on-year sales decline. “How to make Pizza Hut recover” is a huge challenge for the brand. Opening an experimental store like “Smart Restaurant” is one of its attempts. Pizza Hut now offering an unique dining experience for their consumers.

The chain opened a concept restaurant in Shanghai during late 2016 allowing customers to order through LED menus placed next to their table or through their WeChat mini program. The order would then be delivered but not at the same way we talk about before, waiters are now robots. They also led the guests to their table when they come into the restaurants.

Why should you leverage WeChat for your business in China ?

If you decide to do business in China, there is some key points you have to handle.

An online presence

WeChat offers a lot of features to explore but its basic use is to connect brand with their target consumers. When they need to get information, Chinese consumers go online but they don’t the research is not always easy to do. WeChat make it simpler, as an official website can provide. Brands can set up their WeChat official account, to share useful information or just new releases to their consumers. In addition, as it was said by Heytea’s CEO, the company earn consumer’s information.

A better customer’s experience

Chinese consumers are accustomed with WeChat. It is more familiar for them to deal with WeChat and brands who make this effort can thus catch more consumers. We have seen that mini-programs can allow to make things easier, in time and in fact.

GMA is a digital marketing specialist. Our team has developed a lot of successful projects in China by using the latest digital tools. Do not hesitate to check our services on WeChat is you want to know more.

If you have a project to apply in China, feel free to contact our experts for further discussions.

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